Silverpop Adds Viral Spread to E-mail with Social Nets
E-mail service provider Silverpop has launched a feature that will let e-mail recipients post e-mail messages they receive to their Facebook or MySpace social network pages.
The new feature, called Share-to-Social, may increase the odds that an e-mail offer will gain viral spread through links shared among users who may also share the same qualifications. Visitors to the social profiles where Share-to-Social messages are posted can read the messages, add comments and pick up the message for their own pages.
Heightened reporting tools let marketers track which of their e-mails have been picked up and posted within social networks, which social networks have produced the most shares, and how those shared messages have performed. A unique tracking code lets marketers detect that an e-mail posted on Facebook, for example, was opened 1,000 times, while one posted to MySpace received only 100 opens.
Marketers can also use Share-to-Social to track the spread of their e-mail message within a network, tracing the downstream opens and clickthroughs on messages that members have picked up and shared. This should help marketers uncover influentials within the networks, or those members who tend to share more efficiently than average.
The feature has been in limited release until now and is in use by targeted marketers such as www.Diapers.com, an e-commerce Web site selling diapers and other baby products to families.
“Social networks are all about communication,” Diapers.com Assistant Marketing Director Matt Lindberg said in a release. “The Share-to-Social feature empowers our customers to communicate with each other and therefore allows our messages to move beyond our e-mail list. One of our e-mails was posted on 50different social network pages.”
The Share-to-Social feature will be free to users of Silverpop’s e-mail marketing solution.
